PR Will BP seek cover behind a name change? Does it have a choice? Rebranding itself could backfire if consumers see the switch as a way to dodge responsibility. By Jeff WilsonAug. 31, 2010 SHARE To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.